In China, there are 700 million Internet users, and 80% of them have sleep problems. Their sleep demands are a huge consumer market. If you want to win the hearts of Internet users, you must solve their pain points. Now, every brand is doing its best to please this group of young and self-conscious Internet users. How can we find effective ways to reach them from their pain points? Quanyou provides us with a good marketing template.

To achieve effective reach, insight comes first

We often see close interactions between major brands and Internet users on the Internet: "Marvel and Anta launch joint products", "Forbidden City lipstick becomes a popular item", "Meitu Xiuxiu sets up a beauty research institute"... These brands, based on the characteristics of their own brands, attract attention through cross-border and innovative marketing, and retain the hearts of Internet users. In the endless marketing cases, we find that for brands to achieve effective reach, the first thing is insight.

In order to solve the sleep problems of Internet users, Quanyou has insight into user needs and created the marketing theme of "Quanyou Green Life Festival • Green Sleep Season". It has determined the "sleep environment" as the entry point, systematically investigates the current status of the sleep environment → outputs the sleep environment white paper, deconstructs the current status of sleep → develops products based on sleep needs. The interlocking brand marketing process has in-depth communication with Internet users at every step to actually solve their sleep problems.

In the early stage, Quanyou and Sina Home jointly launched the "Survey on Sleeping Environment of Chinese Internet Users". The 28 questions in the form involved dimensions such as sleep quality, sleeping habits, sleeping environment, and selection of sleep-aid products. Through extensive social surveys, the sleep status of deep Internet users is presented, allowing more people to pay attention to individual sleep problems, allowing brands to better understand sleep needs, and providing reference for the development of sleep products.